They are definitely in a weird position. On one hand, the current state of internet advertising is horrifying. This has nothing to do with anything Firefox has done. On the other hand, trying to explain to privacy absolutists why these innovations in targeted advertising is actually a revolutionary leap in user privacy, is obviously never going to take.
As the movie industry discovered, it’s a dice roll in terms of pissing off the censors. Hard to invest millions when something as stupid as a map can get your game banned.